Photo credit: Steve Dunsmoor

By Regan Bartel

Bruce Hamilton: Loyalty and Leadership

Three decades of dedication – Part 2

Sep 19, 2025 | 6:00 AM

The Kelowna Rockets are no strangers to big moments. From Memorial Cups to producing NHL stars, the franchise has carried a winning identity since relocating from Tacoma in 1995. Now, as the organization enters its 30th season in Kelowna, with the new season starting tonight, Bruce Hamilton remains the steady hand guiding the team as general manager, majority owner, and president, shaping the direction of the franchise both on and off the ice.

“Oh, I think that we always found a way to get a competitive team put in place,” Hamilton said, reflecting on three decades at the helm. He is not shy about the challenges. “We’ve had kind of three years that were pretty average. COVID in 2020 really hit us hard as an organization. Player-wise and everything else, because we traded away so much for the Memorial Cup, and then to not have it and not have an opportunity to reclaim any of the assets, that really made it tough the last few years.”

The setback is behind them now. “We’re finally over the hump. We’ve got tremendous depth in our organization now. Our young players are all going to be really good. We’ve had all our draft picks and even extra draft picks. The cupboard is reloaded. Now it’s a challenge to fine-tune it and more importantly to let our coaches coach and find their way. There will probably be some hiccups early on, but that is just part of what we are going to grow through.”

Building Around Leadership

Hamilton believes the Rockets’ identity will be shaped by more than talent. Leadership and character, he insists, must drive the group forward.

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“When we brought Carson Wetsch in, he was the captain of the Calgary Hitmen. So we knew we had somebody with pretty good character. The same goes for Mazden Leslie. Those are all reasons why we got these guys. We needed leadership for our team. I think one of them will probably end up being the captain, and that is great because they are going to bring their own style. Both of them care a lot, and that is very important to me.”

On the ice, the message remains the same as it did 30 years ago. “Everything is earned. The ground rules are laid out clearly about what it takes. If you want to be one of those guys, you will get to play. If you are not going to be one of those guys, you probably will not get to play.”

That applies to younger players as much as veterans. “Only five or six guys will play a lot, and the others will need to find a way to work their way into the lineup regularly. That is just how it is. It is all about earning your way.”

The Goalie Question

Hamilton hopes last season’s uncertainty between the pipes will not be repeated. “I want to see Harrison Boettiger play some games to see where he is at. We made a trade to get him, and I am looking forward to seeing what he does here. He is coming out of a development program where he did not play every game. Here, he is going to be asked to play a lot early to see what he can do.”

Another factor is NHL camps. “Getting [Tij] Iginla back in the lineup would change things dramatically for what we feel we have to do. If Utah decides to keep him for an extended period, that might change the way we operate. If he is back, he is arguably one of the most dynamic players in our league, which allows us to look at other options.”

Beyond the Ice: A Legacy of Loyalty

While the spotlight often falls on players and coaches, Hamilton points to another steady force behind the Rockets’ success, his staff. Few stories better illustrate the family-like nature of the organization than Carrie Brown’s.

“She was the first hire, and August 1st marked her 30th year with me as my assistant,” Hamilton said with a smile. “She has been around and seen a lot of things in our team, in our organization, and in our family. She is very attached to everything, and she has been my left hand for 30 years.”

Hamilton recalled how Brown joined the Rockets when the franchise arrived in Kelowna. “I remember vividly when we moved here. We were dealing with Pusher Mitchell, our law firm that still is, and we actually brought Carrie from them because we needed someone who could be an executive assistant and run our office. That is what she has done.”

It is that kind of loyalty and continuity that Hamilton says defines the Rockets. Gavin and Anne-Marie Hamilton have also been with the club for more than three decades. “They have been with us a long time, over 30 years.”

Looking Back, Looking Forward

Asked if the 2004 Memorial Cup championship provides a blueprint for 2026, Hamilton did not hesitate. “I think it is a totally different scenario because then you had a team full of characters. These teams we are building today are all individuals and characters in their own way. Looking back at the 2004 team, some of the guys did little things that made the difference between winning and losing, and that is what we hope some of these guys can do.”

As always, it comes back to effort, culture, and growth, the same pillars Hamilton has leaned on since day one. “We will assess where we are and what we still need to add to the party.”

For Hamilton, the Rockets’ 30th season is not just about banners or wins. It is about proving once again that in Kelowna, hockey is built on hard work, loyalty, and the belief that every shift, like every season, must be earned.